COMMENTARY | COLUMNISTS | JEFFREY GITOMER

How is your ability to make the sale?

“Jeffrey, what’s the best way to make a sale?”

When I’m asked this question — and I’m asked it all the time —the salesperson is really asking, “What’s the easiest way to make a sale?”

Easy answer: The easiest way to make a sale is lower your price to a point that you make no profit. Not a good option.

Real answer: There is no easiest way to make a sale.

And, just as there is no easiest way to make a sale, there is no best way to make a sale – but there are several elements that contain the word “best” that you must evaluate to discover why the sale takes place or why it doesn’t.

Key point of understanding: Selling is not manipulating. Selling is harmonizing.

Oh, you can occasionally make a manipulative sale. But if you’re still in the 1970s trying to “find the pain” or “sell an up-front contract” or “make a cold call” or “close the sale,” you’re toast. Sales toast.

Here are the best ways to make a sale:

• The best way to make a sale is to have your reputation precede you by word of mouth from your Google ranking, and from your business social media presence.

• The best way to make a sale is to be known as a valued resource before you start.

• The best way to make a sale is to be friendly before you start.

• The best way to make a sale is to meet with the CEO or actual decision maker.

• The best way to make a sale is not to be salesy or cocky or condescending.

• The best way to make a sale is to find some common ground before you start the selling process.

• The best way to make a sale is to ask intelligent, emotionally engaging questions that draw out both needs and buying motives.

• The best way to make a sale is to walk into the meeting with two ideas in favor of the customer.

• The best way to make a sale is to have done pre-call preparation in terms of the customer.

• The best way to make a sale is to convey value rather than features and benefits. I know how it works and what it does. Tell me how I win.

• The best way to make a sale is to focus on how they profit and produce.

• The best way to make a sale is to focus on outcomes and ownership.

• The best way to make a sale is to relax throughout the entire sales conversation.

• The best way to make a sale is to respond in a heartbeat.

• The best way to make a sale is to make yourself available when a customer needs you.

• The best way to make a sale is to support and prove all your claims with video testimonials from existing customers who love you and are loyal to you.

• The best way to make a sale is to ask for a date of beginning, or some type of commitment to move forward, after you are certain you have removed all risks and barriers from your prospect’s buying process.

• The best way to make a sale is to have multiple relationships at different levels and departments within the same company.

• The best way to make a sale is to earn the status of trusted adviser.

• The best way to make a sale is to create the atmosphere where the customer wants to buy.

• The best way to make a sale is to make the passion of your belief transferrable.

And there are questions you must ask yourself that enable the list of the best ways to make a sale:

• Am I always achieving my personal best?

• Am I always preparing my best for every sales call?

• Is my attitude set on positive and positive outcome?

• Is my belief in product, company and self always at the highest level?

• Do I believe in my heart that the customer is better off having purchased from me?

• Am I always doing my best for every customer, every time?

Reality: As a customer, I do not need a salesman. I need greater productivity, an idea that helps me grow, improved morale, a profit provider, and a trusted adviser.

Is that you?


Gitomer is the author of the “21.5 Unbreakable Laws of Selling.” Details are at www.gitomer.com. He can be reached at salesman@gitomer.com.

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